Shaping an Era Where Healthcare is a Personal Choice

Backcasting the Future Experience

This case study highlights the journey of Nekuino: Next Innovation Inc., a healthcare startup continuously growing through corporate rebranding, future-driven projects, and service development shaped by dialogue with society.

Issue

Aiming to new business expansion

While Nekuino built its foundation as an online subscription service for birth control pills, its long-term vision extends far beyond. To convey this broader perspective to investors and society, the company undertook corporate rebranding, future forecasting initiatives, and social implementation projects to enhance its influence and momentum.

Creation

A Vision That Embraces Healthcare Diversity

Healthcare solutions, including birth control, still face deep-seated biases. To drive widespread adoption, Nekuino recognized the need to shift public perception before focusing on marketing. Positioning itself as a "Medical Communication Company," it built a brand around cultivating dialogue with society. Through a corporate website and vision film, the company delivers a clear, consistent message to stakeholders.

Future Vision Movie

To illustrate the transformation of healthcare over the next decade, Nekuino produced a short drama rather than a conventional explanation video. The film follows the evolving relationship between a patient and a doctor over 10 years, emotionally engaging investors, employees, and business partners with the company’s vision.

Technology

Implementing the Smart Life Box

Realizing an entire Future Vision all at once is challenging, but backcasting enables phased implementation. One key initiative is the Smart Life Box—a station designed to accelerate remote healthcare in offices, train stations, and other non-hospital settings. A working prototype was installed at Ashita, a community health research center in Kashiwanoha, where user and industry stakeholder feedback helped refine the concept. The project later secured the support of ENEOS, leading to a joint development initiative with an investment of approximately 2.75 billion yen.

press release

Future

Social Action “#NotInevitable”

Reforming healthcare experiences comes with significant challenges. It cannot be achieved by one company alone—it requires collective support from individuals and businesses. To drive this movement, Nekuino continues its social action initiative, "#NotInevitable", encouraging dialogue and collaboration for a more accessible and inclusive healthcare future.